Renault DM, Case study 360° by Marcel Paris, Publicis Conseil Paris

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360°

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Industry Cars
Media Direct marketing, Case study
Market France
Agency Marcel Paris
Agency Publicis Conseil Paris
Director Egocentric
Creative Director Julien Benmoussa
Art Director Benedicte Potel
Copywriter Thierry Lebec
Producer Laurent Sequaris
Account Supervisor Stephane Gaillard, Pascal Nessim
Released November 2010

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: RENAULT
Product/Service: ESPACE
Agency: PUBLICIS CONSEIL
Agency: MARCEL
Date of First Appearance: Nov 8 2010
Entrant Company: PUBLICIS CONSEIL, Paris, FRANCE
Entry URL: http://renault-espace360-media-a14-awards.megahosting.seevia.com
Chief Creative Officer: Olivier Altmann (Publicis Conseil)
Chief Creative Officer: Sebastien Vacherot (Marcel)
Creative Directors: E.Lalleve, F. Imbert (Publicis Conseil)
Creative Director: Julien Benmoussa (Marcel)
Copywriter: Thierry Lebec (Publicis Conseil)
Art Director: Benedicte Potel (Publicis Conseil)
Digital Copywriter: Sylvain Chailloux (Marcel)
Digital Copywriter: Cedric Leplat (Marcel)
Digital Art Director: Thibaud Cartigny (Marcel)
Digital Art Director: Miguel Mantilla (Marcel)
Account Supervisor: Stephane Gaillard (Publicis Conseil)
Account Supervisor: Pascal Nessim (Marcel)
Advertiser's Supervisor: Isabelle Fossecave (Renault)
Advertiser's Supervisor: Frederic Nicolaidis (Renault)
Developer: Sylvain Bernardi (Marcel)
Producer: Laurent Sequaris (Sequencis)
Director: Egocentric
Strategic planner: Bruno Planty (Publicis Conseil)
TV Producers: N.Levincent/F.Le Goff (WAM)
Research & Development: Laurent Berthelot (Marcel)
Media placement: Automobile Site - Caradisiac - 18 To 31october 2010
Media placement: Media Site - Canal+ Web, Evene.fr, Express.fr, Lemonde.fr - 18 To 31october 2010
Media placement: Iphone & IPad - Appstore - 8 November 2010
Insights, Strategy & the Idea
In 1980, RENAULT invented the first Multiple Place Vehicle (MPV) in the world: the RENAULT ESPACE. Having sold over 1,000,000 vehicles worldwide, sales began to fall because of significant competition. In 2010, Renault decided to relaunch sales of its MPV with a campaign focusing on a unique innovation: “The largest glass area in the world which allows passengers to appreciate the scenery around them without any obstacle between them and outside”
How to share this unique experience?
Creative Execution
By developing an iPad application that offers consumers a 360° view around the inside of the RENAULT ESPACE from the comfort of their own homes.
The consumer can navigate freely 360° around the inside of the RENAULT ESPACE, enjoying the true benefit of the superior nature of the glass surface before even having tried it.
Results and Effectiveness
45% increase in bookings of tests drives for RENAULT ESPACE at dealerships.